Marketing to Youth

Reaching a young audience

Marketing to Youth


Geoffrey Precourt, Event Reports, 4A's Transformation, March 2015

This event report describes how the American Red Cross partnered with Bitly, an online service which shortens long and complex URLs, to reach a new audience.


Geoffrey Precourt, Event Reports, 4A's Transformation, March 2015

This event report looks at how Bank of America, the financial-services giant, is adapting to serve the new breed of post-recession consumer.


Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report demonstrates how Office Depot has utilised augmented reality to differentiate itself during the back-to-school season, an intensely competitive period on the retail calendar.


Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report details a campaign from Sour Patch Kids, Mondelez International's candy brand, which used YouTube influencers in a distinctive way to engage teens.


ARF Ogilvy Awards, Silver, Entertainment & sports, 2015

This case study explains how Comedy Central, the US TV station, promoted 'Key & Peele', a TV series, to multicultural millennials.


ARF Ogilvy Awards, Silver, Retail & ecommerce, 2015

This case study explains how Ritani, a high-end jewellery brand in the US, used research to understand and improve its advertising effectiveness in the long purchase cycle of engagement rings.


Case Study

ESPN: Who's in?
ARF Ogilvy Awards, Gold, Entertainment & sports, 2015

This case study explains how American cable channel ESPN promoted the new playoff finals for College Football, by explaining the format and building excitement.


ARF Ogilvy Awards, Silver, Fashion, style & beauty, 2015

This case study explains how Make Up For Ever, the new make up brand, took a branded bus on tour to build awareness of the brand and increase sales in the US.


ARF Ogilvy Awards, Gold, Travel & leisure, 2015

This case study explains how the Recreational Boating & Fishing Foundation (RBFF), a not-for-profit organisation whose federal mandate is to preserve and promote recreational boating and fishing in the US, engaged Hispanic Americans.

WARC RECOMMENDS


BEST PRACTICE

How to market to youth

Practical tips, examples and recommended reading


TRENDS

Emerging Adulthood

The new life stage that insights teams must investigate


CASE STUDY

Dead Space 2

A video game exploits generational divides


CASE STUDY

Met Police: The case in defence of Deon

Appealing to youth via a Facebook "whodunnit"